The Influence Of Location And Price On Home Purchase Decisions Through The Mortgage Kpr Scheme At PT Sam Property Indonesia

Abstract

The association of housing location and price with home purchase decisions through a mortgage (KPR) at PT Sam Property Indonesia was examined using an explanatory quantitative design. Eighty consumers were selected through simple random sampling. Data were collected using a five-point Likert-scale questionnaire and analyzed by multiple linear regression with SPSS. Pearson correlations for the questionnaire items ranged from 0.759 to 0.837, exceeding the critical r value of 0.220, with p values below 0.05. However, these were item-to-total-score correlations and should be supplemented with corrected item–total correlations. The regression model was significant, F(2, 77) = 25.419, p < 0.001, with R² = 0.398 and adjusted R² = 0.382. Together, location and price explained approximately 39.8% of the variation in purchase decision scores within the sample. Location had a positive coefficient but did not reach the 5% significance threshold (B = 0.207; β = 0.189; t = 1.933; p = 0.057). Price had a positive and significant coefficient (B = 0.605; β = 0.526; t = 5.366; p < 0.001). The standardized coefficient for price was larger than that for location in this model, although this does not establish that location is unimportant to all homebuyers. For the subsidized housing consumers studied, developers may consider presenting clear information about prices and mortgage payments while maintaining accessibility, safety, and residential comfort. Because the data came from one developer, generalization to other housing markets requires caution. The observed relationships are associative and cannot establish causation. Further assessment requires verification of the sampling frame, instrument reliability, and regression assumptions using the original data.